The way of conducting communication during the image crisis is a special type of challenge for the company. Lack of preparation of the company for proper communication management may be crucial in averting and/or reducing the effects of crises. The paper presents the results of research conducted among experts from the PR industry and representatives of the largest Polish enterprises from the 500 List compiled by “Rzeczpospolita” daily newspaper. The vast majority of Polish enterprises show an open-minded approach to crisis communication. Companies from oppressive industries, where crises occur more often, are better prepared for crisis communication. The determinants of effective communication in the situation of image threats are, according to the leaders of public
relations agencies, anti-crisis preparation, presence of procedures, openness and honesty in communication processes as well as quick response time.
Critical Vulnerability of the Leading Industries of the Polish EconomyDariusz Tworzydło
The perspective of the division into industries gives the opportunity to implement more
advanced analyses regarding the type and frequency of image crises. Scientifi c objective: The
presentation of an example of how to select oppressive industries based on a model referring to the leading branches of the Polish economy. Research methods: The quantitative research using an auditorium questionnaire conducted among PR specialists and desk research, incl.
500 List of the “Rzeczpospolita” daily. Results and conclusions: Studies have shown that there
is a group of industries operating on the market that are particularly vulnerable to the occurrence
of communicational crisis situations. The results show that the enterprises included in this group (e.g. Companies representing the public, food, pharmaceutical or telecommunications sectors)
are more likely to attract image crises and are more often forced to manage them. Therefore,
the company’s business activity has been analysed based on the principle of a crisis magnetism,
which attracts many unfavourable phenomena from the internal and external environment of the
organisation. Cognitive value: The presented results may provide support for both the assessment
of the effects of public relations and media science techniques (e.g. media coverage analysis).
Model of the diagnostic field as an element of support for public relations a...Dariusz Tworzydło
This document discusses a model for assessing an organization's preparedness and vulnerability to image crises. It presents a diagnostic field model with four degrees of crisis vulnerability: first degree indicates strong preparation; second degree shows some past crises were not fully resolved; third degree limits control and requires constant monitoring; fourth degree is a state of high vulnerability with limited ability to respond. The model aims to help organizations accurately evaluate their crisis preparation and prevention capabilities.
THE ROLE OF CRISIS PREVENTION FROM THE PERSPECTIVE OF THE BIGGEST POLISH COMP...Dariusz Tworzydło
The article constitutes a presentation of the results of research devoted to the current trends in crisis PR. The authors of
the work made an attempt to diagnose crisis prevention in a cross-section of two dimensions. On the one hand the perspective of business (survey of companies) was presented and on the other hand experts' opinions (survey of the leaders of public relations agencies) were shown. As a result of analyses a point model of an immune system, which takes into consideration the key instruments of crisis methodology (developed procedures in form of communication management book, dedicated anti-crisis structures in an organization, crisis team with a fixed membership and a system
of communication trainings) was designed. Diagnosis of prevention measures of the leaders of Polish business — based on the years 2007–2017 showed major deficiencies in the degree of companies' preparation for the risk of crisis.
COMMUNICATION IN TIMES OF CRISIS AS AN ELEMENT OF BUILDING AN EFFICIENT BRANDDariusz Tworzydło
Crisis is a word which nowadays is used in all forms and contexts. The year 2008 was a prelude to
what now and in the year 2011 concerns not only entrepreneurs, but also every average inhabitant
of the globe. Even though the crisis, the world has found itself in, concerns mainly the economic aspects. Hardly anyone talks about its other implications such as problems in the sphere of image. Despite differing definitions, economy and image are not that far apart, as especially in case of crises both notions are
closely intertwined. It is hard not to notice that in a situation where economic perturbations take place in a company, it becomes very easy to transfer such problems to the area of activities associated with image. Figures, which naturally don’t lie, show us the direction, which later is taken over by messages targeted both at the interior of the organization and the external environment. This way a general crisis of a company deepens, and its situation becomes definitely uncomfortable. In such case not only the issue of economic stabilization but also the way it is presented becomes a problem. Incorrectly managed process of managing a crisis situation may contribute first of all to irreversible changes in the sphere of image or even its bankruptcy, which may in turn lead to financial losses. For this reason its is essential to prepare appropriate documentation, which can help efficiently communicate in times of crisis or avert a crisis before it actually takes place. This is the subject of this article, which is supposed to show whether Polish companies are prepared for an image crisis and how it is possible to cope with it. The article refers mainly to the results of the research carried out by a team under the guidance of the author of this article and the president of Alter Media Communications, Adam Łaszyn.
The article includes an analysis and presentation of selected examples of communication tools, which are used in companies to create and maintain relationships with internal and external environment. The problems related with definition of public relations were also discussed. The article presents the advantage and negative consequences of the use of modern tools of PR, as well.
Social media has become an important channel for crisis communication management. It allows organizations to communicate with stakeholders efficiently and minimize the negative impacts of crises. However, most existing crisis communication theories were developed before social media and do not account for its capabilities. There is a lack of international research on using social media for crisis communication across different geographic and cultural contexts. Developing global best practices could help organizations leverage social media effectively while managing reputational risks during crises.
OPPRESSIVE INDUSTRIES IN THE CONTEXT OF MANAGING AN IMAGE CRISISDariusz Tworzydło
The article focuses on the problems of oppressive industries in the context of their vulnerability
to crisis situations. These critical industries have been subjected to scientific research,
which showed that they have more crisis experience, i.e. they more often go through image
crises. Thanks to this, managers representing companies operating in this industry are more
aware and better prepared for possible image crises. Business entities classified as oppressive
industries are normally more susceptible to crisis situations. This type of enterprises need to
be aware of this fact and prepared for image-related problems. Classifying industry as oppressive
seems to be well-grounded due to such factors as susceptibility of entities operating
within the industry to external factors, the complexity of processes performed in the process
of production and rendering services, as well as the ultimate consumer’s complicity in those
processes. The image crisis involves not only negative implications, but also positive
effects – it can be considered as an industry’s immune system which gains strength every time
a crisis is properly managed.
SELECTED ASPECTS OF PUBLIC RELATIONS ACTIVITY ORGANISATION IN POLISH ENTERPRISESDariusz Tworzydło
Public relations activity is treated as an element ensuring the desired reception of the company with the public.
Against a general background on public relations, the article presents selected aspects of organising activities within that
scope by the largest Polish enterprises. The analysed entities mostly conduct public relations activities basing on their
own services. Every fifth one, however, uses the assistance of external PR agencies. It is still puzzling that representatives
of almost every third company claim they do not conduct regular activity such as could be viewed as public relations.
From the point of view of organising PR activities important is also the place taken by PR departments or units in corporate
structure. The necessity of conducting current communication policy requiring very quick reactions indicates
clearly that PR department should be directly subordinated to the highest management level. This subordination model
dominates in Polish companies and concerns nearly 68% of the analysed subjects. Sometimes there occurs a not fully
realised distinction between PR and marketing. The activities in both these spheres should complement each other, which
in turn would increase the effectiveness of corporate communication. Good cooperation of the two departments should
allow to benefit from synergy effects and lead to cost reduction in communication activity. In almost half of the analysed
Polish companies, the distinction between marketing and PR is visible in their organisational structure, for there are independent
marketing and PR departments/units. In every third analysed company there is only a marketing department,
performing also activities assumed to belong to public relations. In three out of four companies no conflicts are noted
between the departments. The conflicts which do appear result from marketing and PR departments/units competing for
financial means and sometimes from competence overlap.
Critical Vulnerability of the Leading Industries of the Polish EconomyDariusz Tworzydło
The perspective of the division into industries gives the opportunity to implement more
advanced analyses regarding the type and frequency of image crises. Scientifi c objective: The
presentation of an example of how to select oppressive industries based on a model referring to the leading branches of the Polish economy. Research methods: The quantitative research using an auditorium questionnaire conducted among PR specialists and desk research, incl.
500 List of the “Rzeczpospolita” daily. Results and conclusions: Studies have shown that there
is a group of industries operating on the market that are particularly vulnerable to the occurrence
of communicational crisis situations. The results show that the enterprises included in this group (e.g. Companies representing the public, food, pharmaceutical or telecommunications sectors)
are more likely to attract image crises and are more often forced to manage them. Therefore,
the company’s business activity has been analysed based on the principle of a crisis magnetism,
which attracts many unfavourable phenomena from the internal and external environment of the
organisation. Cognitive value: The presented results may provide support for both the assessment
of the effects of public relations and media science techniques (e.g. media coverage analysis).
Model of the diagnostic field as an element of support for public relations a...Dariusz Tworzydło
This document discusses a model for assessing an organization's preparedness and vulnerability to image crises. It presents a diagnostic field model with four degrees of crisis vulnerability: first degree indicates strong preparation; second degree shows some past crises were not fully resolved; third degree limits control and requires constant monitoring; fourth degree is a state of high vulnerability with limited ability to respond. The model aims to help organizations accurately evaluate their crisis preparation and prevention capabilities.
THE ROLE OF CRISIS PREVENTION FROM THE PERSPECTIVE OF THE BIGGEST POLISH COMP...Dariusz Tworzydło
The article constitutes a presentation of the results of research devoted to the current trends in crisis PR. The authors of
the work made an attempt to diagnose crisis prevention in a cross-section of two dimensions. On the one hand the perspective of business (survey of companies) was presented and on the other hand experts' opinions (survey of the leaders of public relations agencies) were shown. As a result of analyses a point model of an immune system, which takes into consideration the key instruments of crisis methodology (developed procedures in form of communication management book, dedicated anti-crisis structures in an organization, crisis team with a fixed membership and a system
of communication trainings) was designed. Diagnosis of prevention measures of the leaders of Polish business — based on the years 2007–2017 showed major deficiencies in the degree of companies' preparation for the risk of crisis.
COMMUNICATION IN TIMES OF CRISIS AS AN ELEMENT OF BUILDING AN EFFICIENT BRANDDariusz Tworzydło
Crisis is a word which nowadays is used in all forms and contexts. The year 2008 was a prelude to
what now and in the year 2011 concerns not only entrepreneurs, but also every average inhabitant
of the globe. Even though the crisis, the world has found itself in, concerns mainly the economic aspects. Hardly anyone talks about its other implications such as problems in the sphere of image. Despite differing definitions, economy and image are not that far apart, as especially in case of crises both notions are
closely intertwined. It is hard not to notice that in a situation where economic perturbations take place in a company, it becomes very easy to transfer such problems to the area of activities associated with image. Figures, which naturally don’t lie, show us the direction, which later is taken over by messages targeted both at the interior of the organization and the external environment. This way a general crisis of a company deepens, and its situation becomes definitely uncomfortable. In such case not only the issue of economic stabilization but also the way it is presented becomes a problem. Incorrectly managed process of managing a crisis situation may contribute first of all to irreversible changes in the sphere of image or even its bankruptcy, which may in turn lead to financial losses. For this reason its is essential to prepare appropriate documentation, which can help efficiently communicate in times of crisis or avert a crisis before it actually takes place. This is the subject of this article, which is supposed to show whether Polish companies are prepared for an image crisis and how it is possible to cope with it. The article refers mainly to the results of the research carried out by a team under the guidance of the author of this article and the president of Alter Media Communications, Adam Łaszyn.
The article includes an analysis and presentation of selected examples of communication tools, which are used in companies to create and maintain relationships with internal and external environment. The problems related with definition of public relations were also discussed. The article presents the advantage and negative consequences of the use of modern tools of PR, as well.
Social media has become an important channel for crisis communication management. It allows organizations to communicate with stakeholders efficiently and minimize the negative impacts of crises. However, most existing crisis communication theories were developed before social media and do not account for its capabilities. There is a lack of international research on using social media for crisis communication across different geographic and cultural contexts. Developing global best practices could help organizations leverage social media effectively while managing reputational risks during crises.
OPPRESSIVE INDUSTRIES IN THE CONTEXT OF MANAGING AN IMAGE CRISISDariusz Tworzydło
The article focuses on the problems of oppressive industries in the context of their vulnerability
to crisis situations. These critical industries have been subjected to scientific research,
which showed that they have more crisis experience, i.e. they more often go through image
crises. Thanks to this, managers representing companies operating in this industry are more
aware and better prepared for possible image crises. Business entities classified as oppressive
industries are normally more susceptible to crisis situations. This type of enterprises need to
be aware of this fact and prepared for image-related problems. Classifying industry as oppressive
seems to be well-grounded due to such factors as susceptibility of entities operating
within the industry to external factors, the complexity of processes performed in the process
of production and rendering services, as well as the ultimate consumer’s complicity in those
processes. The image crisis involves not only negative implications, but also positive
effects – it can be considered as an industry’s immune system which gains strength every time
a crisis is properly managed.
SELECTED ASPECTS OF PUBLIC RELATIONS ACTIVITY ORGANISATION IN POLISH ENTERPRISESDariusz Tworzydło
Public relations activity is treated as an element ensuring the desired reception of the company with the public.
Against a general background on public relations, the article presents selected aspects of organising activities within that
scope by the largest Polish enterprises. The analysed entities mostly conduct public relations activities basing on their
own services. Every fifth one, however, uses the assistance of external PR agencies. It is still puzzling that representatives
of almost every third company claim they do not conduct regular activity such as could be viewed as public relations.
From the point of view of organising PR activities important is also the place taken by PR departments or units in corporate
structure. The necessity of conducting current communication policy requiring very quick reactions indicates
clearly that PR department should be directly subordinated to the highest management level. This subordination model
dominates in Polish companies and concerns nearly 68% of the analysed subjects. Sometimes there occurs a not fully
realised distinction between PR and marketing. The activities in both these spheres should complement each other, which
in turn would increase the effectiveness of corporate communication. Good cooperation of the two departments should
allow to benefit from synergy effects and lead to cost reduction in communication activity. In almost half of the analysed
Polish companies, the distinction between marketing and PR is visible in their organisational structure, for there are independent
marketing and PR departments/units. In every third analysed company there is only a marketing department,
performing also activities assumed to belong to public relations. In three out of four companies no conflicts are noted
between the departments. The conflicts which do appear result from marketing and PR departments/units competing for
financial means and sometimes from competence overlap.
function and skills of public relation by solomon shiwabawSolomun Shiwabaw
This document discusses the functions of public relations. It outlines several key functions including media relations, crisis communication, management and administration, representing PR at the top management level, writing press releases, using social media, and managing employee relations. For crisis communication specifically, it describes the 8 steps a PR professional should take: awareness, assessment, team building, positioning/strategy, readiness, action, evaluation, and follow-up/closure. The overall document provides an overview of the various roles and responsibilities of public relations practitioners.
Apprenticeship in the Public Relations Industry as Part of the Analysis of ...Dariusz Tworzydło
In the public relations industry, there are mainly people with a higher level of education, although the type of completed studies and preparation for the profession plays an important role in achieving specifi c goals in professional work, with particular emphasis on the ethical dimension of PR practice. Scientifi c objective: Selecting variables related to learning the profession in the PR
industry and analyzing their impact on the level of identifi cation of professionalism and ethics in the PR profession, together with an indication of possible reasons for noncompliance with ethical
standards in the industry. Research methods: Quantitative research using telephone surveying technique (CATI) among people employed in the public relations industry (sample of 500 PR specialists) and desk research analysis taking into account the results of several research projects
regarding the professional performance of PR duties. Results and conclusions: On average,
every third person employed in the public relations industry has completed university studies
that were not associated with this specialization, i.e. they did not provide the knowledge needed
to perform daily professional duties. On the other hand, views consistent with professional ethics
are most emphasized by people who have had a long contact with the PR education system, i.e.
completed university and post-graduate studies related to PR. The accuracy of the information
provided is a key standard that respondents consider when performing their work. Cognitive
value: The presented results include a non-standard approach to analyzing the level of education
of representatives of the PR industry, which allows more complete knowledge and characteristics of the paths that PR professionals had to follow, along with the distinction between ethical values that guide individual groups.
The document discusses the role of communications managers during a crisis according to the British Standard BS11200. It outlines that a communications manager's regular duties are to communicate with internal and external stakeholders as the "golden source" of information. During a crisis, this role does not change fundamentally but the speed and frequency of communication needed increases greatly. Effective crisis communication requires preparation, defined roles, media monitoring, consistent messaging, and stakeholder management to minimize reputational damage. Technology can help support many aspects of crisis communication outlined in the standard.
The main purpose of this article is to present the views of employee mediators on the importance of the intra-organizational culture of communication in a crisis situation in an organization and employers' use of employee mediation as a way to improve internal communication in the organization and to overcome the crisis within the organization. The main goal of the work is to investigate whether the high communication culture in the organization has a direct impact on the number of labor disputes, and in the case of commencement of employee mediation, at the end of mediation with a settlement/agreement. Design/Methodology/Approach: The article uses qualitative and quantitative research. The research tool was supervised telephone surveys, containing questions and statements about the opinion on the impact of the culture of internal communication in the organization on the occurrence of labor disputes and the course of employee mediation. The survey was preceded by a series of in-depth, unstructured expert interviews with employee mediators. Findings: The higher the culture of internal communication of the organization, the fewer crisis situations in the organization caused by labor disputes, and the greater the chance of reaching a settlement in the event of initiating employee mediation. Practical Implications: The results can be used to build a high culture of internal communication within an organization. The achieved results may turn out to be particularly useful for organizations in crisis situations (such as, for example, labor disputes) and those that want to prevent the emergence of crises in the future. Originality / Value: This study is an initial effort in exploring the intra-organizational culture of communication in the context of employee mediation.
This risk management essay discusses key risks that construction project managers must consider. It notes that risk is present at all stages of a project's life cycle and must be jointly managed. Poor risk mitigation can negatively impact a project's performance, so proper risk management processes are essential. Specific risks addressed include cost overruns, delays, quality issues, regulatory changes, interest rate fluctuations, and exchange rate volatility for international projects. The essay emphasizes the importance of identifying and mitigating risks to help ensure construction projects are successful.
Profile of public relations practitioners in Poland: Research resultsDariusz Tworzydło
The article is a summary of three quantitative research projects carried out in the years
2017–2018 taking into account a set of analogous questions. Their collective aggregation allows the attempt to present the profile of a Polish PR specialist with the indication of the main activities undertaken while performing daily professional duties. The research has shown that media relations and e-PR play a key role in everyday professional work. Nevertheless, a PR specialist in Poland has to deal with many task areas, which are often related to the dynamic development of new technologies, such as relations with influencers. In the analyses, the key diagnostic element was the measurement of professional experience and information regarding employment aspects. Respondents constituted both specialists working in PR
agencies as well as in other domestic companies and institutions. The article contains a list of activities presented in statistical terms that are related to work in the PR industry.
A Process Based Approach To Business Risk Analysis The Royal Navy ExperienceScott Faria
This document discusses a process-based approach to business risk analysis developed by researchers at the University of Portsmouth and applied in a case study with the UK's Royal Navy Naval Manning Agency.
The approach involves three stages: 1) risk identification, which aims to discern potential risks through process mapping and workshops involving experts across the organization; 2) risk ranking, which aims to quantify identified risks; and 3) risk management, which develops mechanisms to eliminate, reduce, or manage prioritized risks. In the case study, process maps were created to identify risks within processes, at activity intersections, and from supporting processes. Risks were then analyzed and managed. The process-based approach blended quantitative and qualitative risk analysis suited for business
A Proposal for Establishing an Issues Management Process at CDCSal Lucido
This document proposes establishing an issues management process at the CDC to proactively address public policy and reputation issues. It defines issues management as using intelligence gathering, priority setting, and strategic planning to minimize threats and maximize opportunities. The document outlines five types of threats - active threats from professional activists, passive threats from spread of misinformation online, media threats from sensationalized coverage, congressional action, and reduced funding or reputation. It argues that an issues management strategy is needed to protect the CDC's ability to fulfill its mission as institutions face increasing scrutiny and sophisticated opposition. Such a strategy would foster an outward focus on stakeholders and use cross-functional teams rather than hierarchies to nimbly address complex issues.
Approach To Risk Management Decision-Making In The Small BusinessAllison Thompson
This document discusses risk management in small businesses. It identifies several risks that could significantly impact a small business's performance, such as changes in legislation, declining purchasing power, exchange rate fluctuations, and changes in customer shopping behavior. The document then analyzes a small retail business using qualitative risk assessment methods like interviews to identify specific risks the business faces, such as stock management issues, an outdated information system, and potential loss of suppliers. The analysis rates the identified risks based on their probability and potential impact to help the business owner address the most serious threats.
Effective Management in Image Crisis in the Example of Tiger Brand.pdfDariusz Tworzydło
The article contains an analysis of Tiger’s brand image during the crisis in 2017. Scientifi c
objective: To evaluate the effectiveness of crisis communication activities of the studied company. Research methods: Analysis of materials obtained from media monitoring, as well as desk research from the analyzed company. Results and conclusions: The study shows the
response methods and actions taken by the company in the analyzed crisis. The key determinants of the crisis were indicated as well as the factors that contributed to the proper resolution of the
crisis situation. One of the essential components of the paper is also the analysis of actions taken
by the company after the end of the crisis. The mistakes made by the company in the fi eld of
crisis management have also been described. Cognitive value: The paper contains a consistent
description of crisis events that affected the brand, provides an objective look at the image crisis,
along with the assessment of the methods and tools used.
The incorporation of sustainability risks into the risk culture | Albert Vila...Albert Vilariño
Post published on Medium on 3/3/17.
https://medium.com/@albert.vilarino/the-incorporation-of-sustainability-risks-into-the-risk-culture-b18aa1e39add#.cd2l4nh2x
Crisis Management Strategies in Corporate Communication StudiesAJHSSR Journal
ABSTRACT:Communication is an activitythatcannotbeseparatedfromhuman life. However, in the process,
there are opportunities for in-appropriate communication, which can lead to conflict or alsoknown as a
communication crisis. Communication strategyis a communication effort made to convey messages
appropriately to communication targetswith the aimthat the perceptions betweencommunicators and
communicants can bebuilt in harmony. With the sameunderstanding and perception, an organization can
achieveits goals smoothly. However, if in the process a conflictoccurs, causing a communication crisisbetween
the two parties, a crisis management strategy or crisis management isneeded. To makethese efforts, the role of
corporate communication isneeded as the right strategy in dealingwithconflictsthatoccur.
Keywords -Crisis Management Strategy, Crisis Management, Corporate Communication
Social Media As A Tool In Crisis CommunicationDavid Mistick
This document discusses the importance of using social media as a tool in crisis communication. It notes that social media usage increased significantly, even more than traditional methods, after a 2011 earthquake in Japan. Research also found that social media can help spread information quickly and make people feel less isolated during crises. However, the document warns that social media mistakes can negatively impact brands and market share. It emphasizes that organizations need strategies to effectively utilize social media across all stages of a crisis.
The document summarizes strategies for maintaining good media relations, especially during times of crisis. It discusses how corporate communications aims to build and protect an organization's reputation and image. Maintaining solid relationships with media in advance is key, as media can help disseminate information to stakeholders. In crisis situations like the Tylenol case, taking proactive steps like conducting media briefings and distributing press kits can help shape media coverage. Overall the document outlines the importance of strategic media relations for achieving corporate communication objectives.
Effective PR Management: Evaluating PR Managers with Quinn's Competing Values Model analyzes the necessary management roles within PR departments using Quinn's model. It explores the professional demands of modern PR practitioners in agency, government, and non-profit sectors from internal and external communication perspectives. PR has both external functions like marketing/publicity and internal roles such as building employee relations. Agencies focus externally on clients but also communicate internally during crises. Government PR aims to provide information access between groups and foster understanding through two-way communication.
The document discusses the roles and functions of public relations practitioners and within organizations. It provides definitions of public relations from past practitioners, including it being the art of analyzing trends, counseling leaders, and implementing planned programs of action that benefit both the organization and public interest.
It also describes public relations as having three main roles within organizations: (1) relationship management to build and maintain relationships with key audiences, (2) image management to present a positive image, and (3) resource management to effectively allocate the PR budget. Additionally, it notes that larger organizations may have specialized PR roles, while smaller companies typically require generalists to handle varied PR needs.
This document discusses the importance of risk management in public and private institutions. It argues that risk management is crucial for maintaining society's trust in these institutions by systematically identifying and minimizing risks to prevent crises and losses of resources. The document outlines several risk management standards and principles, highlighting the ISO 31000 standard. Effective risk management requires organizations to understand their risks, implement professional risk processes, and communicate about risk management.
Exploring risk management disclosure practices in non profit organisations in...Alexander Decker
This document summarizes a study that examines risk disclosure practices in annual reports of 50 non-profit organizations (NPOs) registered in Malaysia. The study analyzed disclosures across six types of risks: organizational, operational, compliance, financial, reputation, and money laundering. Results found that NPOs provided more disclosure for mandatory financial items but lower voluntary disclosure for other risk types. Overall, there was a lack of risk disclosure that could increase risks harming the organizations. The study aims to provide feedback for NPOs to improve risk management and help regulators strengthen disclosure requirements.
Report back on this week\'s poll results regarding who should be the corporate communicator during a disaster and do organizations have a robust plan in place.
This document discusses risk management, risk regulation, and blame culture in social work. It provides examples of approaches to risk management for released offenders such as improved communication, standardized risk assessment procedures, and local resistance to housing ex-offenders. The document suggests that blame culture has increased due to declining trust in institutions combined with a societal tendency towards negativity and making claims against those in positions of power. Risk regulation aims to control risks through information gathering, standard setting, and influencing behavior.
SUCCESS FACTORS AND LIMITATIONS OF EFFICIENT INTERNAL COMMUNICATIONDariusz Tworzydło
The article covers the key issues of internal communication within an organization. It highlights the benefits
of implementation of transparent communication principles for a company. It identifies objectives and
presents selected communication tools. In the article, also guidelines for carrying out research in the
context of development of an internal communication strategy can be found. Selected research areas of
the process of planning and implementation of strategic assumptions have been presented. Factors limiting
effective implementation of an internal communication strategy have been discussed.
Praca dziennikarza w czasie koronawirusa i lockdownDariusz Tworzydło
Zrealizowany przez Polską Agencję Prasową oraz Instytut Rozwoju Społeczeństwa Informacyjnego projekt badawczy jest pierwszym tak szerokim badaniem, które objęło dziennikarzy i media w kontekście zmian jakie zaszły w związku z koronawirusem. Pozyskane dane mogą stanowić ważny wkład w zakresie poszerzania wiedzy niezbędnej zarówno dziennikarzom, jak i innym podmiotom, które dokonują oceny wpływu zjawisk związanych z COVID-19 na poszczególne branże i sektory gospodarki. Zebrane przez nas dane i wnioski dotyczące m.in. pracy dziennikarzy w dobie koronawirusa, oceny takich aspektów jak wykorzystywane
narzędzia, zmiany w ich zakresie czy w końcu przejście na tryb on-line w pracy, mogą
wzmocnić zakres dotychczas istniejącej wiedzy w tym zakresie, ale także określić co nas czeka
w najbliższej przyszłości.
Jednym z tematów poddanych przez nas badaniom była kwestia współpracy na linii dziennikarze-
public relations. Tu także zaszły zmiany. Ocenialiśmy w jakich obszarach relacje te były
kluczowe, ale także czy pandemia spowodowała, że stały się trudniejsze. Zweryfikowaliśmy
na czym te trudności polegały. Sporo uwagi w badaniu poświęciliśmy także tematowi fake newsów. Poszukiwaliśmy odpowiedzi na pytanie w jaki sposób dziennikarze radzili sobie
z problemami nieprawdziwych informacji. Zweryfikowaliśmy jak dziennikarze podchodzą
do fake newsów, czy sprawdzają uzyskiwane informacje, a także czy korzystają ze stron fact-
-checking’owych. Bardzo dużo wagi w badaniach poświęciliśmy identyfikacji trwałych skutków
pandemii odnośnie korzystania z wybranych form komunikacji.
Dziękujemy wszystkim dziennikarzom, którzy zechcieli podzielić się z nami swoją wiedzą
i doświadczeniem. Jesteśmy przekonani, że zrealizowany przez nas projekt może stanowić
podstawę w pogłębianiu wybranych wątków, które przeanalizowaliśmy. Jednak przede wszystkim
powinien on stanowić pole analizy w kontekście stanu branży dziennikarskiej oraz perspektyw
jakie stoją przed mediami.
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function and skills of public relation by solomon shiwabawSolomun Shiwabaw
This document discusses the functions of public relations. It outlines several key functions including media relations, crisis communication, management and administration, representing PR at the top management level, writing press releases, using social media, and managing employee relations. For crisis communication specifically, it describes the 8 steps a PR professional should take: awareness, assessment, team building, positioning/strategy, readiness, action, evaluation, and follow-up/closure. The overall document provides an overview of the various roles and responsibilities of public relations practitioners.
Apprenticeship in the Public Relations Industry as Part of the Analysis of ...Dariusz Tworzydło
In the public relations industry, there are mainly people with a higher level of education, although the type of completed studies and preparation for the profession plays an important role in achieving specifi c goals in professional work, with particular emphasis on the ethical dimension of PR practice. Scientifi c objective: Selecting variables related to learning the profession in the PR
industry and analyzing their impact on the level of identifi cation of professionalism and ethics in the PR profession, together with an indication of possible reasons for noncompliance with ethical
standards in the industry. Research methods: Quantitative research using telephone surveying technique (CATI) among people employed in the public relations industry (sample of 500 PR specialists) and desk research analysis taking into account the results of several research projects
regarding the professional performance of PR duties. Results and conclusions: On average,
every third person employed in the public relations industry has completed university studies
that were not associated with this specialization, i.e. they did not provide the knowledge needed
to perform daily professional duties. On the other hand, views consistent with professional ethics
are most emphasized by people who have had a long contact with the PR education system, i.e.
completed university and post-graduate studies related to PR. The accuracy of the information
provided is a key standard that respondents consider when performing their work. Cognitive
value: The presented results include a non-standard approach to analyzing the level of education
of representatives of the PR industry, which allows more complete knowledge and characteristics of the paths that PR professionals had to follow, along with the distinction between ethical values that guide individual groups.
The document discusses the role of communications managers during a crisis according to the British Standard BS11200. It outlines that a communications manager's regular duties are to communicate with internal and external stakeholders as the "golden source" of information. During a crisis, this role does not change fundamentally but the speed and frequency of communication needed increases greatly. Effective crisis communication requires preparation, defined roles, media monitoring, consistent messaging, and stakeholder management to minimize reputational damage. Technology can help support many aspects of crisis communication outlined in the standard.
The main purpose of this article is to present the views of employee mediators on the importance of the intra-organizational culture of communication in a crisis situation in an organization and employers' use of employee mediation as a way to improve internal communication in the organization and to overcome the crisis within the organization. The main goal of the work is to investigate whether the high communication culture in the organization has a direct impact on the number of labor disputes, and in the case of commencement of employee mediation, at the end of mediation with a settlement/agreement. Design/Methodology/Approach: The article uses qualitative and quantitative research. The research tool was supervised telephone surveys, containing questions and statements about the opinion on the impact of the culture of internal communication in the organization on the occurrence of labor disputes and the course of employee mediation. The survey was preceded by a series of in-depth, unstructured expert interviews with employee mediators. Findings: The higher the culture of internal communication of the organization, the fewer crisis situations in the organization caused by labor disputes, and the greater the chance of reaching a settlement in the event of initiating employee mediation. Practical Implications: The results can be used to build a high culture of internal communication within an organization. The achieved results may turn out to be particularly useful for organizations in crisis situations (such as, for example, labor disputes) and those that want to prevent the emergence of crises in the future. Originality / Value: This study is an initial effort in exploring the intra-organizational culture of communication in the context of employee mediation.
This risk management essay discusses key risks that construction project managers must consider. It notes that risk is present at all stages of a project's life cycle and must be jointly managed. Poor risk mitigation can negatively impact a project's performance, so proper risk management processes are essential. Specific risks addressed include cost overruns, delays, quality issues, regulatory changes, interest rate fluctuations, and exchange rate volatility for international projects. The essay emphasizes the importance of identifying and mitigating risks to help ensure construction projects are successful.
Profile of public relations practitioners in Poland: Research resultsDariusz Tworzydło
The article is a summary of three quantitative research projects carried out in the years
2017–2018 taking into account a set of analogous questions. Their collective aggregation allows the attempt to present the profile of a Polish PR specialist with the indication of the main activities undertaken while performing daily professional duties. The research has shown that media relations and e-PR play a key role in everyday professional work. Nevertheless, a PR specialist in Poland has to deal with many task areas, which are often related to the dynamic development of new technologies, such as relations with influencers. In the analyses, the key diagnostic element was the measurement of professional experience and information regarding employment aspects. Respondents constituted both specialists working in PR
agencies as well as in other domestic companies and institutions. The article contains a list of activities presented in statistical terms that are related to work in the PR industry.
A Process Based Approach To Business Risk Analysis The Royal Navy ExperienceScott Faria
This document discusses a process-based approach to business risk analysis developed by researchers at the University of Portsmouth and applied in a case study with the UK's Royal Navy Naval Manning Agency.
The approach involves three stages: 1) risk identification, which aims to discern potential risks through process mapping and workshops involving experts across the organization; 2) risk ranking, which aims to quantify identified risks; and 3) risk management, which develops mechanisms to eliminate, reduce, or manage prioritized risks. In the case study, process maps were created to identify risks within processes, at activity intersections, and from supporting processes. Risks were then analyzed and managed. The process-based approach blended quantitative and qualitative risk analysis suited for business
A Proposal for Establishing an Issues Management Process at CDCSal Lucido
This document proposes establishing an issues management process at the CDC to proactively address public policy and reputation issues. It defines issues management as using intelligence gathering, priority setting, and strategic planning to minimize threats and maximize opportunities. The document outlines five types of threats - active threats from professional activists, passive threats from spread of misinformation online, media threats from sensationalized coverage, congressional action, and reduced funding or reputation. It argues that an issues management strategy is needed to protect the CDC's ability to fulfill its mission as institutions face increasing scrutiny and sophisticated opposition. Such a strategy would foster an outward focus on stakeholders and use cross-functional teams rather than hierarchies to nimbly address complex issues.
Approach To Risk Management Decision-Making In The Small BusinessAllison Thompson
This document discusses risk management in small businesses. It identifies several risks that could significantly impact a small business's performance, such as changes in legislation, declining purchasing power, exchange rate fluctuations, and changes in customer shopping behavior. The document then analyzes a small retail business using qualitative risk assessment methods like interviews to identify specific risks the business faces, such as stock management issues, an outdated information system, and potential loss of suppliers. The analysis rates the identified risks based on their probability and potential impact to help the business owner address the most serious threats.
Effective Management in Image Crisis in the Example of Tiger Brand.pdfDariusz Tworzydło
The article contains an analysis of Tiger’s brand image during the crisis in 2017. Scientifi c
objective: To evaluate the effectiveness of crisis communication activities of the studied company. Research methods: Analysis of materials obtained from media monitoring, as well as desk research from the analyzed company. Results and conclusions: The study shows the
response methods and actions taken by the company in the analyzed crisis. The key determinants of the crisis were indicated as well as the factors that contributed to the proper resolution of the
crisis situation. One of the essential components of the paper is also the analysis of actions taken
by the company after the end of the crisis. The mistakes made by the company in the fi eld of
crisis management have also been described. Cognitive value: The paper contains a consistent
description of crisis events that affected the brand, provides an objective look at the image crisis,
along with the assessment of the methods and tools used.
The incorporation of sustainability risks into the risk culture | Albert Vila...Albert Vilariño
Post published on Medium on 3/3/17.
https://medium.com/@albert.vilarino/the-incorporation-of-sustainability-risks-into-the-risk-culture-b18aa1e39add#.cd2l4nh2x
Crisis Management Strategies in Corporate Communication StudiesAJHSSR Journal
ABSTRACT:Communication is an activitythatcannotbeseparatedfromhuman life. However, in the process,
there are opportunities for in-appropriate communication, which can lead to conflict or alsoknown as a
communication crisis. Communication strategyis a communication effort made to convey messages
appropriately to communication targetswith the aimthat the perceptions betweencommunicators and
communicants can bebuilt in harmony. With the sameunderstanding and perception, an organization can
achieveits goals smoothly. However, if in the process a conflictoccurs, causing a communication crisisbetween
the two parties, a crisis management strategy or crisis management isneeded. To makethese efforts, the role of
corporate communication isneeded as the right strategy in dealingwithconflictsthatoccur.
Keywords -Crisis Management Strategy, Crisis Management, Corporate Communication
Social Media As A Tool In Crisis CommunicationDavid Mistick
This document discusses the importance of using social media as a tool in crisis communication. It notes that social media usage increased significantly, even more than traditional methods, after a 2011 earthquake in Japan. Research also found that social media can help spread information quickly and make people feel less isolated during crises. However, the document warns that social media mistakes can negatively impact brands and market share. It emphasizes that organizations need strategies to effectively utilize social media across all stages of a crisis.
The document summarizes strategies for maintaining good media relations, especially during times of crisis. It discusses how corporate communications aims to build and protect an organization's reputation and image. Maintaining solid relationships with media in advance is key, as media can help disseminate information to stakeholders. In crisis situations like the Tylenol case, taking proactive steps like conducting media briefings and distributing press kits can help shape media coverage. Overall the document outlines the importance of strategic media relations for achieving corporate communication objectives.
Effective PR Management: Evaluating PR Managers with Quinn's Competing Values Model analyzes the necessary management roles within PR departments using Quinn's model. It explores the professional demands of modern PR practitioners in agency, government, and non-profit sectors from internal and external communication perspectives. PR has both external functions like marketing/publicity and internal roles such as building employee relations. Agencies focus externally on clients but also communicate internally during crises. Government PR aims to provide information access between groups and foster understanding through two-way communication.
The document discusses the roles and functions of public relations practitioners and within organizations. It provides definitions of public relations from past practitioners, including it being the art of analyzing trends, counseling leaders, and implementing planned programs of action that benefit both the organization and public interest.
It also describes public relations as having three main roles within organizations: (1) relationship management to build and maintain relationships with key audiences, (2) image management to present a positive image, and (3) resource management to effectively allocate the PR budget. Additionally, it notes that larger organizations may have specialized PR roles, while smaller companies typically require generalists to handle varied PR needs.
This document discusses the importance of risk management in public and private institutions. It argues that risk management is crucial for maintaining society's trust in these institutions by systematically identifying and minimizing risks to prevent crises and losses of resources. The document outlines several risk management standards and principles, highlighting the ISO 31000 standard. Effective risk management requires organizations to understand their risks, implement professional risk processes, and communicate about risk management.
Exploring risk management disclosure practices in non profit organisations in...Alexander Decker
This document summarizes a study that examines risk disclosure practices in annual reports of 50 non-profit organizations (NPOs) registered in Malaysia. The study analyzed disclosures across six types of risks: organizational, operational, compliance, financial, reputation, and money laundering. Results found that NPOs provided more disclosure for mandatory financial items but lower voluntary disclosure for other risk types. Overall, there was a lack of risk disclosure that could increase risks harming the organizations. The study aims to provide feedback for NPOs to improve risk management and help regulators strengthen disclosure requirements.
Report back on this week\'s poll results regarding who should be the corporate communicator during a disaster and do organizations have a robust plan in place.
This document discusses risk management, risk regulation, and blame culture in social work. It provides examples of approaches to risk management for released offenders such as improved communication, standardized risk assessment procedures, and local resistance to housing ex-offenders. The document suggests that blame culture has increased due to declining trust in institutions combined with a societal tendency towards negativity and making claims against those in positions of power. Risk regulation aims to control risks through information gathering, standard setting, and influencing behavior.
Similar to FEATURES OF EFFECTIVE CRISIS COMMUNICATION BASED ON PUBLIC RELATIONS PROFESSION RESEARCH (20)
SUCCESS FACTORS AND LIMITATIONS OF EFFICIENT INTERNAL COMMUNICATIONDariusz Tworzydło
The article covers the key issues of internal communication within an organization. It highlights the benefits
of implementation of transparent communication principles for a company. It identifies objectives and
presents selected communication tools. In the article, also guidelines for carrying out research in the
context of development of an internal communication strategy can be found. Selected research areas of
the process of planning and implementation of strategic assumptions have been presented. Factors limiting
effective implementation of an internal communication strategy have been discussed.
Praca dziennikarza w czasie koronawirusa i lockdownDariusz Tworzydło
Zrealizowany przez Polską Agencję Prasową oraz Instytut Rozwoju Społeczeństwa Informacyjnego projekt badawczy jest pierwszym tak szerokim badaniem, które objęło dziennikarzy i media w kontekście zmian jakie zaszły w związku z koronawirusem. Pozyskane dane mogą stanowić ważny wkład w zakresie poszerzania wiedzy niezbędnej zarówno dziennikarzom, jak i innym podmiotom, które dokonują oceny wpływu zjawisk związanych z COVID-19 na poszczególne branże i sektory gospodarki. Zebrane przez nas dane i wnioski dotyczące m.in. pracy dziennikarzy w dobie koronawirusa, oceny takich aspektów jak wykorzystywane
narzędzia, zmiany w ich zakresie czy w końcu przejście na tryb on-line w pracy, mogą
wzmocnić zakres dotychczas istniejącej wiedzy w tym zakresie, ale także określić co nas czeka
w najbliższej przyszłości.
Jednym z tematów poddanych przez nas badaniom była kwestia współpracy na linii dziennikarze-
public relations. Tu także zaszły zmiany. Ocenialiśmy w jakich obszarach relacje te były
kluczowe, ale także czy pandemia spowodowała, że stały się trudniejsze. Zweryfikowaliśmy
na czym te trudności polegały. Sporo uwagi w badaniu poświęciliśmy także tematowi fake newsów. Poszukiwaliśmy odpowiedzi na pytanie w jaki sposób dziennikarze radzili sobie
z problemami nieprawdziwych informacji. Zweryfikowaliśmy jak dziennikarze podchodzą
do fake newsów, czy sprawdzają uzyskiwane informacje, a także czy korzystają ze stron fact-
-checking’owych. Bardzo dużo wagi w badaniach poświęciliśmy identyfikacji trwałych skutków
pandemii odnośnie korzystania z wybranych form komunikacji.
Dziękujemy wszystkim dziennikarzom, którzy zechcieli podzielić się z nami swoją wiedzą
i doświadczeniem. Jesteśmy przekonani, że zrealizowany przez nas projekt może stanowić
podstawę w pogłębianiu wybranych wątków, które przeanalizowaliśmy. Jednak przede wszystkim
powinien on stanowić pole analizy w kontekście stanu branży dziennikarskiej oraz perspektyw
jakie stoją przed mediami.
Skuteczne zarządzanie w kryzysie wizerunkowym na przykładzie marki TigerDariusz Tworzydło
Artykuł zawiera analizę wizerunkowej sytuacji kryzysowej, jaka dotknęła markę Tiger w roku
2017. Cel: Ocena skuteczności działań komunikacyjnych badanego podmiotu w zakresie
komunikacji kryzysowej. Metody badań: Analiza materiałów pozyskanych z monitoringu
mediów, a także desk research od analizowanej fi rmy. Wyniki i wnioski: Opracowanie pokazuje
metody reagowania i działania podjęte przez firmę w analizowanym kryzysie. Wskazane
zostały kluczowe determinanty kryzysu, a także czynniki, które przyczyniły się do właściwego
rozwiązania sytuacji kryzysowej. Jednym z istotnych elementów składowych artykułu jest
także analiza działań podjętych przez fi rmę po zakończeniu sytuacji kryzysowej. Opisane
zostały również błędy popełnione przez fi rmę w zakresie zarządzania kryzysowego. Wartość
poznawcza: Materiał zawiera spójny opis wydarzeń kryzysowych, które dotknęły markę, stanowi obiektywne spojrzenie na kryzys wizerunkowy, wraz z oceną zastosowanych metod i narzędzi.
Public relations, to używany coraz częściej termin, którego interpretacja i rozumienie jest tak często błędne
jak i poprawne. Wielu polityków i niektórzy dziennikarze używają tej definicji, aby ukryć w niej działania
nieetyczne, nieuczciwe, kłamstwa, manipulację i oszczerstwa. Wielu z nich nawet nie zdaje sobie sprawy
z tego, jak ważna jest w prawidłowym rozumieniu public relations właściwa interpretacja intencji oraz
kwestia etyki. PR bowiem to budowanie relacji i skuteczne komunikowanie. Takie pojmowanie public relations
jest prawdziwe, chociaż w pełni nie wyczerpuje znaczenia tego terminu. Z pewnością jednak ukierunkowuje myślenie na właściwy tor, o którym tak wielu i tak często, nawet praktyków public relations, zapomina.
Public relations w szkolnictwie wyższym niepaństwowymDariusz Tworzydło
This 3-sentence summary provides the key details about the document:
The document discusses public relations in non-public higher education in Poland and is part of a larger work published in January 2001, with the authors also working on related projects about the work of journalists during crises and lockdowns as well as the condition of the public relations industry in Poland. The publication has been cited 0 times and read 5 times since being uploaded to ResearchGate by one of the authors, Dariusz Tworzydło from the University of Warsaw, who has authored 60 publications.
The Condition of the Public Relations Industry in Poland: Current Situation a...Dariusz Tworzydło
Purpose: The most important research objective of the project described in this article is to examine the condition of the public relations (PR) industry in Poland in the context of changes taking place in the economy in connection with the COVID-19 pandemic.
Design/Methodology/Approach: The research referred to a study conducted with the use of an auditorium survey in April 2019. The research sample consisted of 253 PR consultants, from various companies and organizations operating in Poland. The second project was a study aimed at understanding the impact of the coronavirus pandemic on the PR industry. 242 PR industry specialists were examined in this project.
Findings: PR specialists in Poland are aware of the challenges and understand how to support companies and institutions affected by the crisis and operating in a changed reality. In our research, six areas have been defined, which may provide a new direction for the PR agency when preparing the service offer. Most of the respondents believe that a PR agency's potential clients will seek external help in communication services like media relations, digital PR, crisis management, lobbying, public affairs, event management, and influencer relations.
Practical Implications: The article presents real and representative opinions of the public relations community expressing concerns and defining the directions of changes caused by the COVID pandemic.
Originality/Value: The article presents the most recent and up-to-date research results on the condition of the PR industry in Poland, which is an important element of the European public relations market. The obtained research results are representative for Poland.
ROLA PROFILAKTYKI ANTYKRYZYSOWEJ Z PERSPEKTYWY NAJWIĘKSZYCH POLSKICH PRZEDSIĘ...Dariusz Tworzydło
Artykuł stanowi prezentację wyników badań, które są poświęcone aktualnym trendom PR-kryzysowego. Autorzy
opracowania podjęli próbę diagnozy profilaktyki antykryzysowej w przekroju dwóch wymiarów. Z jednej
strony przedstawiono stanowisko biznesowe (badanie przedsiębiorstw), z drugiej przywołano głos ekspertów
(badanie liderów agencji public relations). W toku analiz zaprojektowany został model punktowy systemu odpornościowego, który uwzględnia kluczowe narzędzia metodologii kryzysowej (opracowane procedury
w formie księgi zarządzania komunikacją, dedykowane struktury antykryzysowe w organizacji, sztab kryzysowy o ustalonym składzie oraz system szkoleń komunikacyjnych). Diagnoza profilaktyki liderów polskiego biznesu — bazująca na latach 2007–2017 — wykazała znaczące niedobory w stopniu przygotowania przedsiębiorstw na ryzyko kryzysu.
This document provides information about a book published in January 2010 titled "Relacje z mediami w samorządach" which discusses media relations in local governments. The book has two authors, Dariusz Tworzydło from the University of Warsaw and Paweł Kuca from Rzeszów University, who have authored other related projects on crisis management in Poland and the work of journalists during times of crisis. The document includes publication details, citation counts, readership counts and author profiles for this media relations book focused on local governments.
PROCEDURY I NARZĘDZIA ZARZĄDZANIA W SYTUACJACH KRYZYSOWYCH NA PODSTAWIE BADAŃ...Dariusz Tworzydło
W niniejszym artykule zaprezentowane zostaną wybrane procedury, ale także narzędzia, jakie stosuje się w sytuacjach kryzysowych. Prezentacja zostanie dokonana w oparciu o wyniki badań jakościowych, ale także analizę zapisów zawartych w wybranych pozycjach literaturowych, w których temat przygotowania do kryzysu, a także zarządzania nim jest poruszany. Celem artykułu jest zwrócenie uwagi na to, iż możliwe jest ograniczone ale przy tym skuteczne zarządzanie kryzysem, gdy nadejdzie, ale zdecydowanie lepszym podejściem jest przygotowanie organizacji na wypadek zaistnienia sytuacji kryzysowej w sposób ułatwiający reakcję. Skuteczność jednak należy rozpatrywać w tym przypadku dwojako, po pierwsze jako niedopuszczenie do eskalacji kryzysu czy też wyjścia poza mury firmy czy biura zarządu, lub ograniczenie jego negatywnych skutków.
PUBLIC RELATIONS — NARZĘDZIA JEDNOSTRONNEGO KOMUNIKOWANIA I DIALOGU W INTERNECIEDariusz Tworzydło
Rozwój technologii oraz narzędzi informatycznych spowodował niezwykłe przyśpieszenie w branży public relations
na całym świecie. Żyjemy w czasach rewolucji komunikacyjnej, w której jeden rok to cała wieczność. Zmieniają
się komunikaty, szybkość ich transmisji, narzędzia. Zmieniają się także nadawca i odbiorca, którzy przywykli do
dynamiki przekazu, ale także do tego, że informacja jest i będzie dystrybułowana bez ograniczeń czasowych i przestrzennych.
Przeglądarka Netscape, portal wp.pl, era Wikipedii, Facebooka, dynamicznie rozwijającego się
YouTube’a czy Nasza Klasa, Twitter i szereg innych narzędzi z zakresu social media, a także systemy monitorujące1
— to tylko wybrane etapy, lub jak uważają niektórzy kamienie milowe pościgu za nowościami i nowymi formami
dystrybucji informacji. W takich właśnie czasach przychodzi profesjonalistom public relations tworzyć, wysyłać
i odbierać przekaz. Jeszcze w końcu lat dziewięćdziesiątych mało kto przypuszczał, iż takie zmiany nastąpią.
Trudno także przewidywać czego świadkami będziemy za następne kilka, kilkanaście lat. Jedno jest pewne, a mianowicie
to, że zmiany będą i to dokonywane w tempie jeszcze szybszym niż ma to miejsce obecnie.
Jako że współcześnie nowoczesne media mają już istotny wpływ na decyzje wyborcze, czy przemiany społeczne,
proces ten jest bardzo dogłębnie analizowany i badany. Oprócz tego badaniom podlega inny aspekt jakim
jest podejmowanie decyzji dotyczących tego, czy komunikacja w internecie powinna opierać się na komunikowaniu
masowym czy też można mówić o podejściu indywidualnym. Osoby prywatne same podejmują
decyzje w oparciu o własne potrzeby, firmy jednak muszą analizować wiele czynników które mają wpływ
na ostateczne decyzje w zakresie wyboru narzędzi czy też samej decyzji w zakresie komunikowania. Wśród
tych czynników znajdują się: zasięg, dostępność narzędzi, a nawet branża w jakiej firma działa.
Niniejszy artykuł zawiera prezentację wybranych narzędzi wykorzystywanych w procesie jednostronnego komunikowania
do otoczenia, ale także narzędzi służących i wykorzystywanych do dialogu. Komunikacja jednostronna
o której mowa w niniejszym artykule nie zakłada odpowiedzi ze strony odbiorcy, oprócz ewentualnej decyzji
„action” w postaci zakupu lub „kliknięcia”. Dialog natomiast daje możliwość interakcji, porozumiewania, wymiany
myśli i poglądów, bezpośredniej oceny. Oprócz tego zaprezentowane zostaną korzyści jakie odnosi się
w procesie prowadzenia dialogu w sieci, a także bariery które utrudniają jego prowadzenie. Przedstawione zostaną
również kierunki zmian jakie będą się dokonywały w związku z dynamicznym rozwojem narzędzi i procesów komunikacyjnych w sieci.
Podatność kryzysowa wiodących branż polskiej gospodarkiDariusz Tworzydło
Perspektywa podziału na branże daje możliwość zrealizowania bardziej zaawansowanych analiz
dotyczących rodzaju oraz częstotliwości występowania kryzysów wizerunkowych. Cel: Prezentacja przykładowego sposobu wyselekcjonowania branż opresyjnych na podstawie modelu odnoszącego się do wiodących gałęzi polskiej gospodarki. Metody badań: Badania ilościowe za pomocą ankiety audytoryjnej przeprowadzone wśród specjalistów PR oraz analiza desk research, m.in. Listy 500 dziennika Rzeczpospolita. Wyniki i wnioski: Badania wykazały, że na rynku funkcjonuje
pewna grupa branż, które są szczególnie narażone na występowanie komunikacyjnych sytuacji kryzysowych. Wyniki pokazują, że przedsiębiorstwa wchodzące w ich skład (np. reprezentujące sektor publiczny, spożywczy, farmaceutyczny czy telekomunikacyjny) silniej przyciągają do siebie
kryzysy wizerunkowe i częściej są zmuszone nimi zarządzać. Dlatego działalność badanych firm
została zanalizowana na zasadzie działania magnesu kryzysowego, który przyciąga wiele niekorzystnych zjawisk z otoczenia wewnętrznego i zewnętrznego organizacji. Wartość poznawcza:
Zaprezentowane wyniki mogą stanowić wsparcie zarówno dla oceny efektów public relaions, jak i dla technik medioznawczych (np. analizy przekazu medialnego).
Political communication in local elections: a comparative analysis of France ...Dariusz Tworzydło
This article is the result of a research study aimed at comparing the degree of maturity
of political communication in local government elections between France and Poland. The authors’ objective is to reveal the specificity of the subsystems of electoral communication between these countries mainly by presenting the diversity of
the communication tools used and the degree of professionalisation of communication management by local government politicians. The undertaking of a comparative
analysis of these two countries was dictated by the countries’ similarities in terms of
the three-tier division of local government. In addition, it compares the experience
of France’s mature democracy and Poland’s democracy, which is in its early stages.
A survey conducted on a representative sample could be extrapolated from the entire
population studied in France and Poland. The scope of the study concerned local
government elections from 2015 in France, and 2014 and 2018 in Poland. The article
presents conclusions of the research that focus on the manner and scope of application
of political communication in the selected countries.
Procedura zarządzania w kryzysie wizerunkowym w mediach – przeciwdziałanie, r...Dariusz Tworzydło
Kryzys wizerunkowy jest zjawiskiem obrazującym
zmiany w firmie, zakłócającym
normalny rytm jej funkcjonowania, mającym
istotny wpływ na całokształt procesów, jakie w niej zachodzą. Jest on także ściśle powiązany ze specyficzną cechą gospodarki rynkowej, jaką jest niepewność oraz ryzyko1. Już w XIX wieku francuskie słowo oznaczające kryzys tłumaczono jako ‘sytuację trudną’, ‘rozstrzygającą’. W słowniku synonimów słowo „kryzys” znajduje się wśród najbliższych znaczeniowo haseł takich jak: przejście, zwrot, zakręt, moment zwrotny, kamień milowy, przełom, wyłom, czy przesilenie.
Zmiany w obszarze relacji, jakie zachodzą pomiędzy mediami a public relations...Dariusz Tworzydło
Zespół badawczy Exacto przeprowadził badanie, którego celem było poznanie wpływu pandemii koronawirusa na branżę PR oraz zebranie opinii w zakresie przyszłości branży PR po opanowaniu sytuacji związanej z COVID-19.
Do udziału zaproszono specjalistów zajmujących się public relations, zarówno freelancerów, pracowników agencji PR, jak i specjalistów zajmujących się public relations w przedsiębiorstwach prywatnych, państwowych czy NGO. Badanie było prowadzone z użyciem techniki CAWI.
Dobór próby miał charakter celowy i był prowadzony w oparciu o metodę kuli śniegowej. Dane były zbierane w okresie przełomu kwietnia i maja 2020 roku. W badaniu udział wzięło 242 specjalistów branży PR.
VERIFYING AN IMAGE OBJECTIVES MATRIX FOR MEASURING THE EFFECTS OF PUBLIC RELA...Dariusz Tworzydło
Summary. This article presents the results of comprehensive research on image in the
internal and external environments of an organization. During the research, the method of
measuring the effect of public relations activities, i.e. the image objectives matrix, was also
verified. The above tool is used to determine the image position of an economic entity, and
to identify possible problems the entity must address in the range of its internal and external
communications. The main conclusion is: The research project, completed in three phases
(external, internal, image assessment), enabled us to optimize the dedicated tools for subsequent image studies, making it easy to see the changes closely, taking into account their
direction. ZETO’s management board has received extensive material that, if appropriately
used, will have a direct impact on showing the direction in which the company should be headed in the coming years. The opinions of institutional clients and employees will help to
determine the strategy for future activities.
PUBLIC RELATIONS — THE TOOLS FOR UNILATERAL COMMUNICATION AND DIALOGUE ON THE...Dariusz Tworzydło
The development of technology and IT tools have brought about an extraordinary acceleration of the public relations branch around the whole world. We live in the times of revolution in communication, in which one year is whole eternity. Messages, the speed of their publication, the tools are changing. The sender and the recipient, who have become used to the dynamics of the message and the fact that it is and will be distributed without spatial and temporal limitations, are changing too. Netscape browser, wp.pl, the era of Wikipedia, Facebook, dynamically developing YouTube, or Nasza Klasa, Twitter and a whole range of other tools from the scope of social media, as well as monitoring systems — these are just chosen stages, or as others think, milestones in the pursuit of novelty and new forms of distribution of information. It is in times like these that
public relations experts have to create, send and receive messages. Back at the end of 1990's hardly anyone
expected that such changes could take place. It is also hard to predict what we will see in a few, or a dozen years. One thing is certain, namely, that changes will be taking place and will be even faster than now. As the currently modern media already have a significant impact on voting decisions, or social
transformation, the process is analysed and studied in detail. Moreover, what is subject to research is the question whether communication on the Internet should be based on mass communication, or rather on an individual approach. Private individuals make decisions based on their own needs, but companies have to analyse many factors that influence final decisions concerning the choice of tools, or the very decision concerning communication. Among these factors there are: scope, availability of tools, even the branch in which a company is active. This article includes a presentation of chosen tools used in the process of unilateral communication with
the environment, but also tools used for dialogue. Unilateral communication discussed in this article doesn't assume a response from the recipient, apart from a possible decision to take action in form of purchase, or clicking. At the same time dialogue gives the opportunity to interact, exchange thoughts and ideas, direct assessment. Moreover, the benefits from the process of conducting dialogue online, as well as the barriers hampering the dialogue will be presented. Also, the directions of changes taking place in association with the dynamic development of online communication tools and processes will be presented.
Organizacja konferencji prasowych z uwzględnieniem zmian wywołanych przez pan...Dariusz Tworzydło
Celem artykułu jest opis wybranych zmian, jakie dokonały się w branży public relations oraz
dziennikarskiej, w tym tych, które są związane z pandemią COVID-19. W opracowaniu podjęte
zostały również rozważania na temat narzędzi wykorzystywanych przez specjalistów public relations
do budowania pozycji podmiotów, w których są zatrudnieni, z uwzględnieniem w szczególności
media relations. Kluczowym obszarem analizy stały się jednak konferencje prasowe,
które opisano nie tylko na poziomie teorii, ale także na podstawie badań przeprowadzonych
wśród dziennikarzy. Koncepcja/metody badań: badanie zostało zrealizowane przez Polską
Agencją Prasową oraz zespół analityków Instytutu Rozwoju Społeczeństwa Informacyjnego pod
kierownictwem merytorycznym autora publikacji. Przeprowadzono je w lipcu i sierpniu 2021 r.
wśród dziennikarzy, których dane znajdują się w zasobach PAP. Operat badawczy stanowiło
2500 rekordów, wynikiem są 103 wypełnione ankiety. Zastosowano ilościową metodę badawczą
i technikę CAWI. Wnioski: badania dowiodły, że konferencje prasowe, pomimo spadku zainteresowania
tą formą kontaktów z mediami, nadal są organizowane, a podczas pandemii znaczna
ich część odbywała się w sieci. Technika ta jest i nadal będzie wykorzystywana w działaniach
media relations, szczególnie w celu prezentacji tematów skomplikowanych i wymagających.
Oryginalność/wartość poznawcza: artykuł zawiera oryginalne wyniki badań, które dotykają
tematów rzadko eksplorowanych, a także ważnych z punktu widzenia relacji, jakie zachodzą
pomiędzy reprezentantami świata mediów i public relations.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
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This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
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Mastering SEO for Google in the AI Era - Dennis Yu
FEATURES OF EFFECTIVE CRISIS COMMUNICATION BASED ON PUBLIC RELATIONS PROFESSION RESEARCH
1. FEATURES OF EFFECTIVE CRISIS
COMMUNICATION BASED ON
PUBLIC RELATIONS PROFESSION
RESEARCH.
dr hab. Dariusz Tworzydło1
, Przemysław
Szuba2
, Marek Zajic3
Abstract
The way of conducting communication during the image crisis is a special type of challenge for
the company. Lack of preparation of the company for proper communication management may be
crucial in averting and/or reducing the effects of crises. The paper presents the results of research
conducted among experts from the PR industry and representatives of the largest Polish enterprises
from the 500 List compiled by “Rzeczpospolita” daily newspaper. The vast majority of Polish enter-
prises show an open-minded approach to crisis communication. Companies from oppressive indus-
tries, where crises occur more often, are better prepared for crisis communication. The determinants
of effective communication in the situation of image threats are, according to the leaders of public
relations agencies, anti-crisis preparation, presence of procedures, openness and honesty in commu-
nication processes as well as quick response time.
Keywords: crisis communication, oppressive industries, anti-crisis immune system of enterprises,
public relations, market research
1 Dariusz Tworzydło- University of Warsaw, Poland - Head of the Department of Social Com-
munication and Public Relations, Faculty of Journalism, Information and Book Studies at the Uni-
versity of Warsaw. President of the Board of the Institute of the Development of Information Society
and Exacto sp. z o.o. Author of over 230 scientific publications, monographs, scripts, articles, and
research reports. Former president of the board of the Polish Public Relations Association, and a
member of the Public Relations Ethics Council. Advisor and consultant, e-mail:dariusz@tworzydlo.pl
2 Przemysław Szuba- Exacto, a Ph.D. student at the University of Warsaw, Poland - a graduate
in sociology and journalism at The John Paul II Catholic University of Lublin, currently deputy head of
the research and strategic analysis department at Exacto sp. z o. o. Author of several dozen research
reports and over a dozen scientific articles. In his professional work, he focuses mainly on the analy-
sis of the condition of the public relations industry and research on the PR professionals environment
in Poland, e-mail:pszuba@exacto.pl
3 Marek Zajic- Exacto, Poland - a graduate in sociology at The John Paul II Catholic Univer-
sity of Lublin, currently head of the research and strategic analysis department at Exacto sp. z o.o.
Manager and coordinator of over 350 market and opinion research projects.Author of several dozen
research reports. In his professional work, he focuses mainly on aspects related to the management
of the external and internal image of the brand, e-mail: mzajic@exacto.pl
Social Communication
Special Issue (2018), pp. 128-135
DOI: 10.2478/sc-2018-0033
128
2. Introduction
The situation of the image crisis is a test for the company. Many factors have an
influence on how the company manages the threat. “The crises require from the man-
agement boards of the organizations making quick decisions, taking a stand under time
pressure and uncertainty, because they are immediately perceived by the external sur-
roundings of the organization (including the media). Everyone is demanding informa-
tion and urging to take up actions. It is easy then to fall into a panic and make the first
decision without thinking about the long-term consequences. It is also easy to be overly
sensitive to the escalation of events happening around the organization, regarding the
multiplication of decisions and actions, many of which will soon have to be abandoned,
because they will be ineffective, and in most cases even harmful.” [Wojcik, 2005, p. 592-
593]. In this situation, the degree of preparation of the company (i.e. actions or negli-
gence that took place) often becomes visible long before the crisis begins. All issues
related to the appropriate reaction to the image threat focus on the method of how the
organization conducts its communication. There is no good formula that would solve
the crisis. There is also no ideal pattern of communication. Nevertheless, it is possible
to indicate good practices and a range of errors. However, each time it is necessary to
take into account the specificity of the organization, the social and public context, the
predispositions of people communicating with the environment or the crisis situation
itself [Kaczmarek-Śliwińska, 2015, p. 159]. Bearing in mind that each crisis has its own
specific circumstances, it is worth taking a closer look at the guidelines for conducting
effective communication during the crisis provided by experts in the public relations in-
dustry. The article aims to present the assessments of representatives of the public rela-
tions environment based on a set of research results and studies on the characteristics
and determinants of conducting effective communication in the course of image threat.
The authors seek to answer the question about a set of factors that allow effective com-
munication during a crisis.
The methodology of the research described in the article
The article employs the results of quantitative research on crisis management pub-
lic relations. The presented data was collected as part of two independent research proj-
ects, which were implemented using the CATI (Computer Assisted Telephone Interview)
technique:
-
- crisis management in the largest Polish enterprises (the research sample constituted
the 500 List published by “Rzeczpospolita” daily newspaper). 115 companies took part
in the research.
-
- PR-crisis trends from the perspective of Polish PR agencies, where the respondents
were the leaders of the organization. 204 questionnaires were collected, assuming that
only one survey could be carried out in one agency.
The above-mentioned research projects cover a very wide set of research areas that
are related to crisis management. For the purposes of the article, a set of variables were
selected, the analysis of which allows concluding on the level of communicative compe-
tence of managers, the role of media in the course of crises and the assessment of the
media as a platform on which a large part of crisis situations take place. The research
was carried out in 2017 and 2018.
Crisis communication and the oppressiveness of the industry
Effective crisis communication can be analyzed on many levels and dimensions.
Crucial here is to take into account the communication skills of managers working in
particular industries of the Polish economic sectors. Interestingly, one of the key factors
differentiating the preparation of companies, and hence the competences of managers,
is the industry in which the company operates. It turns out that companies operating in
129
3. oppressive industries have more developed communication skills than other entities.
Oppressiveness increases the vigilance of managers and people dealing with commu-
nication, divisions and departments responsible for public relations. Due to the above,
companies subjected to oppressive risk more often have procedures, anti-crisis staff,
are more involved in the process of communication training and have more developed
structures (spokespersons, managers). The oppressiveness of the industry in which the
company operates affects the improvement of the effectiveness of crisis communica-
tion activities, which also results from the fact that these companies are more likely than
others to undergo crisis situations.
Picture 1. The oppressiveness of the industry
Source: [Tworzydło, Szuba, 2019, pp. 117]
A company operating in the oppressive industry must be aware of the fact that it
is particularly vulnerable to external and internal problems. Therefore, it must take ac-
tions and make use of tools that will have a positive impact on image security. On the
basis of multidimensional research, it was possible to identify 12 industries with a diag-
nosed higher level of vulnerability to the occurrence of communicational crisis situations
[Tworzydło, Szuba, 2019, p. 117].Therefore, the food industry, the public sector and com-
panies conducting medical and pharmaceutical activities should pay special attention to
the development of communication skills of their employees and crisis teams.
A model of the anti-crisis corporate immune system of Polish enterprises
According to the leaders of public relations agencies in Poland, the construction of
the corporate immune system should be based primarily on the training aspect (62.3%),
crisis communication manual (61.8%) and previously conducted audit of existing proce-
dures (46.6%). Among the media relating aspects preparing the organization for crises,
almost 2/5 of the leaders of the public relations agencies surveyed indicate the need
to create an alert system warning about the symptoms of the crisis, e.g. through media
monitoring, and 28.4% of surveyed underline the importance of the press spokesman
present in the organizational structures. On the other hand, 27% of respondents men-
tioned an established method of maintaining relations with the media (holding state-
ment, statements, Q&A)possessing by the organization.
130
4. Picture 2. Attributes that simplified preparation for crises
Source: [Tworzydło, Szuba, (in press)]
Once again, it can be seen that the training, according to the PR agencies, is the
component of the company’s image security. They are part of acquired competencies
and should be implemented in the form of, for example, crisis simulation or preparation
for speeches before journalists. This is the opinion of experts who deals with crises,
However, the practice shows that the aspect of training is not appreciated. Only slightly
more than half of the surveyed companies from the 500 List of “Rzeczpospolita” daily
newspaper (51%) indicate that they conduct communication training among their man-
agement staff. Companies rely much more on their immune system based on the cre-
ation of a crisis manual (83%). They also, more often invest in their own PR personnel,
relevant structures (63%) and anti-crisis staff (59%).
Picture 3. The quality of anti-crisis prevention of the largest Polish companies
Source: The author’s own study based on [Tworzydło, Łaszyn, Szuba, 2018]
131
5. Analyzing the leaders’ opinions of the PR industry one can notice that the construc-
tion model of the above-described immune system of the largest Polish companies can
be created on the basis of this important crisis experience (unfortunately it is about the
negative effects of crises). Preparation for the crisis is related to the development of
skills and tools that were established based on the crisis that took place in the company
in the past. The preparation of the company for new challenges and crisis risks requires
adaptation of the above tools and skills that will allow better readiness for the unknown
[Baubion, 2013, p. 12].
It also corresponds with previously analyzed data regarding the phenomenon of
oppressiveness, where greater company’s contact with crises determines better prepa-
ration for their possible re-occurrence. Research on public relations crisis communica-
tion shows that only 7% of PR agency leaders indicate that their clients decide to coop-
erate with the agency as part of prevention (in the sense of the proverb that prevention
is better than cure).Most often, cooperation is undertaken during an image crisis (44%
implements ad hoc solutions) or under the influence of negative consequences of cri-
ses (32%).The dominance of the strategy of cooperation between the company and the
agencies in response to the crisis situation shows that the lack of communication skills
during the crisis is primarily caused by the neglect of the companies that are clients of
public relations agencies and the delayed reaction[Tworzydło, Szuba, (in press)].
Common features of image crises
Additional information on the validity of communication aspects is provided by PR
industry professionals regarding the subject of existing crises. Two out of three PR agen-
cy leaders (65.2%) believe that image crises have common features. In their opinion, the
common denominators are usually disregarding the situation, lack of reaction or delayed
reaction (33.1%). In the second place, they enumerate poor internal and/or external com-
munication (26.3%).While the first factor can only indirectly arise from media-related
competences, such as the lack of media monitoring, or the insufficiently developed net-
work of media relations in terms of quantity and quality, the second common denomina-
tor refers directly to communication competences [Tworzydło, Szuba, (in press)].
It is worth bearing in mind that the efficient ability to conduct communication activi-
ties - especially on the Internet - is crucial from the point of crisis prevention and control.
Over the last decade, the main change that occurred in the etiology of image crises is
related to the growing role of the Internet, especially social media. “In 2016, issues oc-
curring on the Internet were the main source of the crisis. In previous years, their impact
was much smaller, that is why the factor was not among the three mainly mentioned
sources from 2006 and 2009 “[Tworzydło, Łaszyn, Szuba, 2018, p. 66]. Therefore, internal
and external communication is one of the strategic areas of crisis management.
Effective communication, what exactly does it mean?
The key question is, therefore, what kind of specific crisis communication is effec-
tive? Representatives of the public relations community in their answer indicate three
characteristics: prepared, honest and quick. The relatively largest number of PR leaders
responded that the most critical determinant of the effectiveness of crisis communica-
tion is anti-crisis preparation and the presence of procedures (30%).This means that,
according to practitioners, it is better not to rely on improvised solutions and, if possible,
consider scenarios of potential situations that threaten the image of the company. The
most frequent answer lies in the area of structural and procedural preparation of the
company.
132
6. Picture 4. What should effective crisis communication consist of?
Source: [Tworzydło, Szuba, (in press)]
The second most common response of public relations experts is particularly in-
teresting from the point of view of the features of the messages themselves. Every fifth
professional working in the industry mention sincerity, openness, and honesty as the
most important factor of crisis communication (22%). The results of the research are a
confirmation of what F.P.Seitel wrote, indicating that the key principle of effective crisis
communication is to conduct open and honest communication [F.P. Seitel, 1995, p. 452-
453]. This response is not only an indication of how to construct messages in a substan-
tive way but also has a strong axiological overtone. It refers to the PR profession as a
profession possessing social trust, which places “particularly high demands on people
performing it, including ethical requirements. It results from the fact that while working
in social communication sector and focusing on >> building trust... <, they are subjected
to constant observation and evaluation “[Stolarczyk, 2016, p. 75].
According to almost 17% of PR professionals in crisis communication, quick re-
sponse time counts. This is particularly important due to the aforementioned trend of
the growing importance of the Internet and social media in the spread of the crisis (the
media as a platform where crises take place).Appropriately quick response time allows
for leveling or at least counteracting the two most frequently cited consequences of a
crisis situation, i.e. negative media publications (62%) and negative criticism in social
media (38%) [Tworzydło, Łaszyn, Szuba, 2018, p. 66].
Among the other factors of effective communication mentioned by PR agency lead-
ers, the most important is the fact that possessing a PR team in the company’s struc-
tures has been mentioned by 12% of respondents, and the use of external support only
by 2%. It can be connected with the fact that low awareness of clients is one of the big-
gest concerns of the PR community regarding the functioning of the industry [Tworzydło,
Szuba, Zajic, 2017, p. 38-39]. This is another voice in the debate on raising the awareness
of the business community regarding the preparation and development of employees
within their own structures for cooperation with external professionals.
It is worth looking into the strategies of companies operating in Poland in the con-
text of communication effectiveness. Among the representatives of Polish companies
from the 500 List of “Rzeczpospolita” daily newspaper dominates the strategy stating
that it is better to rely on cooperation with the media than to apply the strategy of a
closed fortress. A seemingly eightfold advantage of the open-minded approach (82%)
on the closed-minded approach (10%) is a good result. However, if the approach to this
results in such a way that every tenth of the largest companies in Poland adopts a strat-
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7. egy of communication blockade in a crisis situation, there is still much to do in the field
of education. If the use of those undesirable communication strategies is noticeable at
the level of 10% among the best, and thus the most developed enterprises in the country,
it can be presumed that among less developed enterprises this approach is much more
frequent and dominant in some areas.
Models of communication during and after the crisis
So how to carry out effective crisis communication? The “Basic 5 Principles o Crisis
Communication”, the solution proposed by Adam Łaszyn, comes with help. According
to this approach, the first step is to “feel sorry”. This is very important in terms of quick
response. Expressing regret because of the event allows the company to show that it is
aware of the situation and does not “hide its head in the sand”, and in the same time is
interested in the event. Of course, it is important to skillfully express regret, especially if
it is not certain whether the fault really lies with the company. It allows, however, to take
immediate action, which is particularly recommended, because it often rejects accusa-
tions of being passive which appear at the time of the image crisis. The second step is to
“admit it”. It is the most difficult step as it requires taking responsibility if the enterprise
is at fault. Admitting the error is difficult for both people and companies, as it shows
that something was actually done in a wrong manner. However, it is generally perceived
positively because it is associated with apologies, which very often can significantly con-
tribute to the end of the crisis. The next step in the preferred model is “counteract”. Of
course, in addition to the involvement of measures and resources in the technical solu-
tion of the situation, the appropriate behavior of the company’s representatives is cru-
cial. It involves, for example, professional treatment of the client, if the matter was just
a single occurrence or constant informing the audience about the measures undertaken
to defuse the situation. The fourth step is to “improve”. In many cases, it boils down
to information about actions taken to ensure that a similar situation will not appear.
The last step is to “make up for losses”. In situations of crises related to the individual
customer, it is often a chance to convert the crisis in a positive event for the company.
Appropriate preparation of procedures regarding dissatisfaction of the client or a larger
group of customers or recipients(in a situation where the company can be blamed) and
final compensation of the affected people with an adequate gift can obviate the crisis
and even contribute to the creation of positive publicity [Łaszyn, 2011, p. 165-174].
An important issue regarding crisis management is also described in the frame-
work of the post-crisis echo theory. It is connected with the fact that the end of the crisis
does not take place when the media stop writing, because they still remember, especially
in the case of the Internet. After the first wave of media reports, another, weaker one may
come, even in a situation where positive press releases will appear about the company.
There will be a recall of all the bad things that happened in the company. The theory of
“post-crisis echo” assumes that in practice there is a high probability that each subse-
quent crisis will recall earlier company’s image problems. Therefore, the implementa-
tion of in-depth and continuous monitoring of the media, especially aimed at the area in
which the crisis took place, will be an important step in the anti-crisis management. In
this way, it will be possible to capture potential new post-crisis waves that may be the
source of new problems [Tworzydło, 2017, p. 208-209].
Summary
The largest Polish enterprises in the vast majority present an active approach to
crisis situations. Their immune system is based on manuals, organizational structures,
own PR experts, and an anti-crisis staff, which are elements highly recommended by
the surveyed PR specialists. A clear discrepancy between the guidelines of the public
relations community and the practices of the largest Polish companies appears in the
case of communication training. Almost two out of three experts say that communica-
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8. tion training should be the basis of the company’s immune system and this is the most
frequently suggested recommendation, while such training is conducted only in just over
half of the surveyed companies from the 500 List of “Rzeczpospolita” daily newspaper.
Companies operating in the oppressive industries are better prepared for communi-
cation management during crises, are more involved in the organization of communica-
tion training, and have anti-crisis structures and procedures. This means that actions un-
dertaken during situations of permanent image threat and greater experience because
of crises that have occurred before are the main factor influencing the anti-crisis organi-
zation of the company. This is connected with the fact that the majority of professionals
noticed the establishment of cooperation with entrepreneurs during or after a crisis.
The companies’ continuous cooperation with public relations agencies as part of crisis
prevention is rare.
The main feature of effective crisis communication is experts’ anti-crisis prepara-
tion and the presence of procedures, openness, and honesty of communication as well
as quick response time. Other features related to the communication itself mentioned
by PR professionals are clarity and consistency of the message and its quality. Some ex-
perts point out that, in the context of effective communication, it is important to have an
experienced public relations team. However, in the context of results from other studies,
this should be treated as a postulate of improving the quality of cooperation with public
relations agencies, rather than recommending companies to deal with situations of im-
age threat on their own.
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